Faire Alternatives for Brands: Sell Wholesale on Shopify

The best Faire alternative for most Shopify brands is not another marketplace. It is your own Shopify store set up for wholesale, which Shopify’s native B2B features now support on every plan, with a marketplace added only where you need help finding new retailers. Faire is built for discovery. Your own store is built for ownership: your prices, your terms, your retailer list and your reorders.

BSS B2B Solution

Run wholesale on your own Shopify store

Wholesale pricing, volume discounts and a registration form that approves and tags retail buyers, on top of Shopify’s native B2B.

Install BSS B2B Solution See how BSS B2B Solution works

Last reviewed on October 9, 2026. Shopify facts link to the Shopify page they come from. BSS B2B Solutions makes BSS B2B Solution, an app for wholesale on Shopify, so we have an interest in the own-store route. Faire’s own Shopify App Store listing says commission and additional fees may apply to orders on Faire but gives no rates, so this guide shows you how to model the cost with your own numbers instead of quoting a rate that may be out of date. This guide is part of our complete guide to Shopify B2B.

Key takeaways

Faire is a marketplace: it brings retailers to you and takes a share of your revenue for doing so. Your own Shopify store brings no retailers, but it charges no commission and keeps the retailer relationship with you.
Since April 2, 2026, Shopify’s native B2B features (company profiles, catalogs, quantity rules, payment terms) are included on Basic, Grow, Advanced and Plus at no extra cost. Basic, Grow and Advanced allow up to 3 active B2B catalogs.
Model the marketplace fee before you join: at an illustrative 20% take, a $20 wholesale unit with $10 product cost earns $6 instead of $10. Replace 20% with the rate in your own agreement.
Using both is common: a marketplace to find new retailers, your own store for retailers you already have. Read your marketplace agreement on off-platform ordering first.
Platforms we confirmed live on October 8, 2026: JOOR (fashion), NuORDER (brand portals) and IndieMe (handcrafted goods).

What is Faire, and what does it cost a brand?

Faire describes itself as an online wholesale marketplace connecting independent retailers and brands. For a brand, that means an audience you do not have to build. The price of that audience is commission and other fees on your orders, plus marketplace rules about how retailers find and buy from you.

Faire’s Shopify App Store listing says “Commission and additional fees may apply to your orders on Faire” and does not list rates. Get the current rates from Faire before you set prices, since fees can change. When you read it, ask one question in particular: are orders from retailers you already work with treated differently from orders from retailers the marketplace finds for you? That single answer changes the economics of the whole channel.

Here is the arithmetic, using a hypothetical 20% marketplace fee that is not Faire’s rate. It only shows how a fee moves your margin. Payment processing applies on both routes and is left out.

Per unit	Marketplace order (hypothetical 20% fee)	Direct order on your own store
Wholesale price	$20	$20
Marketplace fee	-$4	$0
Revenue you keep	$16	$20
Product cost	$10	$10
Gross profit	$6	$10
Gross margin on the $20 wholesale price	30%	50%

The rule of thumb that follows: a marketplace fee is worth paying when the retailer would not have found you otherwise. It is a margin loss when the retailer would have ordered from you anyway.

Faire vs your own Shopify store

The two routes solve different problems. This table compares them on the questions brands ask most. Where a Faire detail changes over time, the table points to Faire’s Help Center.

Question	Faire (marketplace)	Your own Shopify store
Finding new retailers	Built in. Retailers browse the marketplace and discover brands.	Not built in. You bring the traffic through outreach, trade shows and your existing customers.
Cost to the brand	Commission and additional fees may apply, per Faire’s app listing. Get current rates from Faire.	No commission. Shopify’s native B2B is included in your plan at no extra cost. You pay your Shopify plan, payment processing and any apps.
Retailer payment and credit	Ask Faire how retailers pay and when you are paid out. Its app listing does not say.	You set the terms. Shopify supports net 7, 15, 30, 45, 60 and 90, and due on fulfillment. It does not capture payment automatically when terms expire, so you collect it.
Customer relationship	The relationship starts inside the marketplace and follows its terms.	Retailer accounts, order history and contact details live in your Shopify admin.
Pricing and catalog control	You list products and prices within the marketplace’s framework.	You set your own rules: native catalogs (up to 3 active on Basic, Grow and Advanced) or an app for more price groups.
Brand presentation	A listing next to other brands.	Your own site, your story, no neighboring brands.
Setup effort	Create a brand profile and listings.	More setup: companies, catalogs, terms and an application form. More control in return.

Customer ownership matters more than the fee

Wholesale is a repeat business. A retailer who stocks your product reorders, adds products and recommends you to other shop owners. The real question is who holds that relationship.

On your own store, the retailer has an account in your Shopify admin. You can see what they bought and email them about a new season. On a marketplace, the relationship begins inside someone else’s system, and the agreement you accept decides what you may do with it. Before you commit, get written answers to these questions:

Can I email retailers who ordered through the marketplace?
Can I invite them to reorder on my own store, and what happens to my account if I do?
Who sets the return and cancellation rules?
When am I paid after an order ships, and what can delay a payout?

When to use both

A marketplace and your own store are not rivals. Brands that use both usually follow one of three patterns.

Marketplace for discovery, own store for reorders. New retailers find you on the marketplace. Once the relationship is established, you serve them from your store, if your agreement allows it. Check this first, because it is where marketplace rules are strictest.
Own store for retailers you already have, marketplace for regions or categories you cannot reach. You keep the full margin on your existing accounts and pay the fee only where it buys new reach.
Own store only. This fits brands with a niche professional audience, such as salons, studios or installers, where buyers already know where to find you and you handle outreach yourself.

If you run both, keep the wholesale price and the suggested retail price the same on each. Retailers compare channels.

Faire alternatives that were still operating on October 8, 2026

Wholesale marketplaces open, merge and close often. We opened each platform’s official site on October 8, 2026 and kept only the ones that were live. Several names in older roundups were unreachable or showed no active marketplace, so they are left out. Confirm before you apply.

JOOR

JOOR describes itself as a platform that “helps fashion brands and retailers connect, sell, buy, and manage wholesale in one global B2B platform”. On its pricing page it states “We don’t take any commission on orders” and that it does not require platform exclusivity. Brand plans are Starter (for brands under $1M in annual wholesale revenue), Pro and Enterprise, with prices on request. The plan comparison lists a transaction fee without an amount. Best fit: fashion and apparel brands.

NuORDER

NuORDER calls itself “the global B2B commerce platform” and offers brands a branded B2B ordering site, plus a marketplace that retailers use to find brands. It lists no prices on its site and directs visitors to request a demo. Best fit: established brands that want a branded ordering portal.

IndieMe

IndieMe describes itself as a “Juried Handcrafted Wholesale Marketplace”. Its site says artists pay “No commissions. No listing fees” and mentions flexible web plans, without prices on the page. Because it is juried, expect an application. Best fit: makers of handcrafted goods.

Option	Best fit	Fees as stated on its own site	Retailer discovery
Faire	Independent retailer reach across many categories	Commission and additional fees may apply (Faire app listing)	Yes
JOOR	Fashion and apparel	No commission on orders; plans on request	Platform for brands and buyers
NuORDER	Established brands wanting a branded portal	Not published; request a demo	Marketplace for retailers
IndieMe	Handcrafted goods	No commissions or listing fees; web plans, prices not shown	Juried marketplace
Your own Shopify store	Any brand with existing retailers or a niche audience	No commission; your Shopify plan plus any apps	No. You bring the buyers

If your category is beauty, our comparison of B2B marketplaces for cosmetics goes deeper on that niche.

How to sell wholesale on your own Shopify store

What Shopify gives you natively

On April 2, 2026, Shopify announced that it is extending its foundational B2B features to the Basic, Grow and Advanced plans at no extra cost. Those features include company profiles for wholesale buyers, up to three custom catalogs with tailored pricing, volume discounts and quantity rules, vaulted credit cards and payment terms.

The plan features page sets the limits. On Basic, Grow and Advanced you can assign up to 3 active catalogs across all your B2B markets. Plus allows unlimited catalogs. Direct company catalogs, deposit requirements and partial payments are Plus only. Net terms, quantity rules and quantity price breaks are on all four plans.

What native B2B does not cover

Shopify’s setup checklist for blended stores points to third-party apps if you want to hide pages from retail customers or anyone not logged in. Native B2B also has no full application flow with tax ID checks, and quoting and CSV ordering come from apps. If you sell the same products to retailers and to consumers, those gaps matter. Our guide to Shopify B2B without Plus walks through them.

Where BSS B2B Solution fits

BSS B2B Solution adds custom pricing, volume pricing and price lists by customer tag, specific customer or company location, plus a wholesale registration form that approves applicants and tags them automatically. Paid plans start at $29 per month on the App Store listing as of October 4, 2026, and the modules differ by plan, so check which plan includes what you need. To hide prices from visitors who have not been approved, add BSS B2B Lock. For quotes and a quick order page, add BSS B2B Quote.

Five steps to open a wholesale channel

Set up companies. Create each retailer as a company with a location.
Price by buyer group. Build up to 3 catalogs natively, or use an app for more groups. See wholesale pricing on Shopify.
Set terms. Choose minimums and payment terms. Our guide to net 30 on Shopify covers the collection step.
Take applications. Use a wholesale registration form so you approve retailers before they see wholesale prices.
Open the portal. Give approved buyers a login and a fast way to reorder, such as a quick order form.

One honest limit: your store does not bring retailers to you. Plan the outreach, as covered in our playbook for selling wholesale to retailers.

Which route fits your brand?

Your situation	Best route
You have no retailers yet and no outreach capacity	Start with a marketplace for discovery and keep your own store ready for reorders
You already sell to dozens of shops by email or phone	Your own Shopify store, to give them self-service ordering at full margin
You sell a niche professional product	Your own store with an application form
You need more than 3 price groups on Basic, Grow or Advanced	Your own store with an app such as BSS B2B Solution, or Shopify Plus

FAQ: Faire alternatives for brands

What is the best alternative to Faire for a Shopify brand?

For most Shopify brands, your own Shopify store set up for wholesale. Native B2B is included on every plan since April 2, 2026, and you keep your margin and your retailer relationships. Add a marketplace only if you need help finding new retailers.

Does Faire charge brands a commission?

Faire’s Shopify App Store listing says commission and additional fees may apply to orders on Faire, without listing rates. Get the current rates from Faire before you price. Ask whether retailers you already work with are treated differently.

Can I sell wholesale on Shopify without Faire?

Yes. Shopify’s native B2B lets you create company profiles, assign catalogs with their own prices, set quantity rules and offer payment terms. You need to find your own retailers through outreach, trade shows and your existing customers.

Can I use Faire and my own Shopify store together?

Yes, and many brands do. Keep wholesale and retail prices consistent across both. Read your marketplace agreement before inviting marketplace retailers to reorder on your own store.

Do I need Shopify Plus to sell wholesale on my own store?

No. Since April 2, 2026, native B2B is on Basic, Grow, Advanced and Plus. Plus adds unlimited catalogs, direct company catalogs, deposits and partial payments.

How do retailers pay me on my own store?

You choose the payment terms. Shopify offers net 7, 15, 30, 45, 60 and 90, due on fulfillment, and fixed dates on draft orders. Shopify does not capture payment automatically when terms expire, so you collect it from the admin.

Next steps

Get the current commission from Faire, put it into the margin table above and compare it with the cost of running your own store. Then read our complete guide to Shopify B2B and the comparison of BSS B2B Solution with Shopify native B2B to see where native stops and an app starts.

BSS B2B Solution

Give your retailers their own wholesale store

Install BSS B2B Solution to add wholesale pricing and a registration form with approval and automatic tags to your Shopify store.

Install BSS B2B Solution Read about BSS B2B Solution

Sources

Shopify and platform pages read on October 8, 2026, except where noted. BSS plan prices are from the Shopify App Store listing as of October 4, 2026. Faire: Faire: Sell Wholesale on the Shopify App Store, read October 9, 2026 (marketplace description and the commission and fees wording). Faire’s Help Center blocks automated reading, so no Faire figures are quoted here.